Anchor by Spotify
Spotify was known for music streaming, but identified an opportunity to get behind the emerging creator economy, giving voices the tools and the platform to be heard and to make real money on one of the largest audio distribution platforms in the world. 80% of all podcasts in the world were created using Anchor. Through brand architecture, strategy and identity, Anchor was rebranded to better fit among the Spotify brand portfolio, along with other acquired platforms, eventually folding into a new creator brand, Spotify for Creators. The result was Spotify transforming from a passive listening platform to one that empowered creators to Say it All.